Livestream hosts are taking a extra refined method to promoting merchandise, breaking from the standard adrenaline-fueled, hard-selling model established by Li Jiaqi.
In distinction to the fast-paced dialogue and heavy promotions related to livestreaming gross sales, rising hosts Teresa Cheung and Dong Jie achieved success by partaking clients by way of a extra delicate and refined method.
“The explanation the model put this shade ‘Vermeer’ on this Renaissance-themed eyeshadow palette, although Johannes Vermeer isn’t formally a part of the Renaissance motion, could also be a nod to the painter’s majestic use of sunshine. That’s the widespread floor he shared with different Renaissance masters,” mentioned Teresa Cheung, a Hong Kong socialite and wonder influencer, as she dipped a brush into the sunshine pink shade from Anastasia Beverly Hills’ “Fashionable Renaissance” eyeshadow palette and swatched the colour on her interior wrist.
It might sound like an artwork historical past class, nevertheless it was in truth Cheung’s Xiaohongshu livestreaming gross sales debut on Could 22.
She went on to introduce the eyeshadow palette by explaining the that means of every shade’s identify — together with “Buon Fresco,” “Primavera,” and “Tempera” — by artwork and tradition references.
For the colour “Love Letter,” she learn aloud an excerpt from the love poem “A Valediction of the E book,” by English poet John Donne. “It is just too stunning, I need to share it with you,” mentioned Cheung.
Cheung’s session was slow-placed and flowed gently like a cultural present, a method dubbed “quiet promoting” or “gradual promoting.” In response to official Xiaohongshu information, the six-hour-long livestreaming debut generated almost 1 million views and over 50 million RMB ($7 million) in gross sales. Proceed to learn the total article right here
